Ultra Tune’s ‘We’re into rubber’ second most complained about ad of all time

An Ultra Tune ad which proclaims ‘We’re Into Rubber’ received the most complaints throughout 2016, coming in ahead of the Meat & Livestock Association’s Australia day ad ‘Operation Boomerang’.

Ultra Tune’s ‘We’re into rubber’ ad, the second most complained about ad in the ASB’s history

The Ultra Tune ad, which features two women in skin-tight outfits and the tag line ‘We’re Into Rubber’ attracted 418 complaints to the Advertising Standards Bureau (ASB) on the grounds of discrimination, exploitation and degradation, and sex, sexuality and nudity.

The 418 complaints for Ultra Tune’s offering make it the second-most complained about ad of all time, coming in only behind Ashley Madison’s ‘Avid Life’ campaign in 2014, which received 643 complaints for its ad featuring men singing: “I’m looking for someone other than my wife”.

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MLA’s ‘Operation Boomerang’ ad, which saw SBS newsreader Lee Lin Chin give instructions to rescue Australians from various locations around the world so they can eat lamb on Australia Day, attracted 376 complaints for its TV offering on the grounds of discrimination, violence and health and safety.

The online version of ‘Operation Boomerang’ was also the year’s fourth most complained about ad, with 241 complaints.

BCF [Boating, Camping and Fishing’s] TV spot which features the phrase ‘BCFing fun’ received 248 complaints on the grounds of language, making it the third most complained about ad.

Ultra Tune featured again to round out the top five, with its TV ad featuring two women in a broken down car stuck across train tracks receiving 208 complaints. This ad was one of only three in the top 10 where the complaints were actually upheld.

Complaints relating to violence in an ad for horror film ‘The Conjuring 2′by Roadshow Film distributors was also upheld, as were complaints about lingerie company Honey Birdette, which published a poster showing a woman from behind in revealing underwear.

Meat & Livestock Australia Ltd – 0017/16 – TV – free to airNewsreader Lee Lin Chin gives the instruction to commence ‘Operation Boomerang’ – a mission to rescue Australians from various countries so that they will be able to eat lamb on Australia Day.Dismissed, number of complaints: 376

Meat & Livestock Australia Ltd – 0018/16 – InternetNewsreader Lee Lin Chin gives the instruction to commence ‘Operation Boomerang’ – a mission to rescue Australians from various countries so that they will be able to eat lamb on Australia Day.Dismissed, number of complaints: 241

Ultra Tune Australia – 0020/16 – TV – free to airTwo women are in a car which breaks down on train tracks.Upheld, number of complaints: 208

Meat & Livestock Australia Ltd – 0019/16 – Internet – Social – OtherNewsreader Lee Lin Chin gives the instruction to commence ‘Operation Boomerang’ – a mission to rescue Australians from various countries so that they will be able to eat lamb on Australia Day.Dismissed, numberof complaints: 130

Ultra Tune Australia – 0040/16 – TV – free to airTwo women are in a car which goes off a cliff after the car is placed into the wrong gear.Dismissed, number of complaints: 113

Vivienne Kelly is the editor of Mumbrella. Throughout her career she has worked as a journalist and editor across a number of consumer and B2B finance and real estate titles. She has also spent time in public relations across the health, finance and energy sectors.

What does it actually take to have a complaint upheld? A number of these ads are examples of the ‘tee hee, I’m so naughty’ mindset of the industry and I suspect at least some aim to be offensive for the publicity.

Can we have some clever writing that actually helps sell the product, please?

Keep ’em coming, UltraTune. We love your ads, maybe not for the ads, but for who they annoy. The moral-posturing, virtue-signalling Nannies, who see it as their role to finger-wag and define our values. They define nothing but their own irrelevance, and shame on the cowardly authorities for kow-towing to their bullying.
They should be annoyed, as often as possible. More please!

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